Mobile Devices Drive 92% of Podcast Downloads in 2024 Report

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👋 Hi, Podsky!

It's Wednesday, January 29, here in Australia, and today's edition is packed with an interesting study and insights from Triton Digital and Acast that are sure to be a game-changer for you as a podcast producer!

I'd also like to thank the Podwires marketplace community for continuing to support the marketplace, giving podcast producers a platform to showcase their skills.

Today’s issue takes 5 minutes to read.

Let’s dive in - Miguel/Miko

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In today’s podwires:

• 🔥 Acast Study: Commuters Are Podcast's Most Engaged Listeners With 22% Higher Focus

• 🚨 Podcast Insight: Mobile Devices Drive 92% of Podcast Downloads in 2024 Report

• 🏆 Podcast News : Audacy Podcasts Launches Original Series Exploring Scandals in Higher Education

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🔥 Acast Study: Commuters Are Podcast's Most Engaged Listeners With 22% Higher Focus

Image: Acast

The most attentive segment of podcast audiences are commuters, who are 22% more focused and interact with advertising more strongly than the typical listener, according to recent Acast research.

According to this groundbreaking data from one of the biggest podcast platforms worldwide, listening to podcasts has become increasingly popular during commutes.

Acast is the leading global podcast platform, carrying out research into understanding better the habits of commuter listeners and the signs of their engagement. It finds that around 50% of podcast listeners listened to podcasts every week during commuting. Additionally, their rate of engagement is far superior compared to any other platform of listening.

The key points:

• Composers are 22% more attentive to podcast consumption in Acast research.

• Closer to half of Acast's listeners are listening weekly for commuting purposes.

• Commuting audiences demonstrate 10% higher ad engagement rates

• Commuting listeners, according to the study, are 15% more likely to make podcasts part of their daily routine.

• Commuter audiences are 7% more likely to anticipate favorite shows.

Why It Matters:

Acast's findings give creators and advertisers a big opportunity to focus on commute-time slots. The data proves that these listeners are more engaged and receptive to both content and advertising than the average podcast consumer.

The Big Picture:

This Acast research helps confirm commute-time as prime real estate for podcast content and advertising. For content creators, this may imply episode lengths that fit the typical commute lengths of their audiences; for advertisers, justifying CPMs upward given proven engagement metrics isn't an argument but an accepted fact. As a result of this engagement level in the audience being evident, podcast media may see a spate of increasing advertising investments.

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🎙️Mobile Devices Drive 92% of Podcast Downloads in 2024 Report

Image: Triton Digital

From 2021 to 2024, the podcasting industry has gained a remarkable +23.1% growth in just three years. Additionally, 92% of all downloads occur via mobile devices.

The most dominating genres are comedies, true crime, and news, which constitute 13%, 19%, and 25%, respectively. Such, YouTube, with 33.1% of listeners, came out as the most popular, due to its video format and ease of use.

The report was compiled from various sources, including their certified Podcast Metrics service, Omny Studio server logs, and a survey of 12,000 monthly podcast listeners in the United States conducted with Signal Hill Insights.

The Key Points:

• Monthly podcast listenership grew 9.6% YoY in 2024

• Mobile devices lead in listening, comprising 92% of total downloads

• News genre saw growth from 22% to 25% due to election coverage

• Apple Podcasts and Spotify lead app downloads at 49.1% and 15.6%, respectively

• iHeart Audience Network, SiriusXM, and NPR were the top three sales networks

Why It Matters:

This rapid growth in podcast listenership reflects a serious inflection point in media consumption today. The findings also documented that podcasting has firmly established itself as a mainstream medium, drawing in very different listeners across all age groups, with serious growth among the younger, educated, and affluent. This evolution opens new opportunities for content creators, advertisers, and platforms desiring to reach highly targeted audiences.

The Big Picture:

The impact on the podcast industry is threefold:

For Podcasters:

- Growing listeners provide more opportunities to grow.

- Genre preferences will indicate with clarity what to make.

- Knowing the preferred platforms for consumption assists in distribution.

For Producers:

- A mobile-first strategy is key since 92% are listening on mobile.

- The time for genres, like News versus True Crime, may differ in consumption

- Opportunities to optimize by platform

For Industry:

- Increased advertiser interest in attractive demographic reach

- Platform consolidation around big players

- Back-catalog content growing in importance

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🎙️ PODCAST NEWS

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📢 Business of Podcasting

⏭️ Call Her Daddy Video Episodes Leave Spotify for YouTube Following SiriusXM Deal. Alex Cooper is moving all video episodes of "Call Her Daddy" and her Unwell Network shows from Spotify to YouTube, while keeping audio versions widely available, following a $125 million deal with SiriusXM.

⏭️ ARN's Chief Content Officer Duncan Campbell Steps Down Amid Major Leadership Restructure. Australian Radio Network (ARN) announces major leadership restructure with Duncan Campbell stepping down as Chief Content Officer after 15 years, to be replaced by Lauren Joyce in expanded role, following the $200 million Kyle & Jackie O deal and recent staff redundancies.

⏭️ Spotify Hits $10 Billion in Music Industry Payouts for 2024, Targets 1 Billion Subscribers. Spotify announced $10 billion in music industry payouts for 2024 and aims to double its current subscriber base to 1 billion, while defending its lower per-stream rates against criticism from artists and competitors.

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🎧 From the Community

⏭️ From Folk Hero to Rock Legend: The Strategic Genius Behind Dylan's Electric Shift. Despite strong opposition, Bob Dylan shocked the folk music establishment in 1965 by switching to electric guitar at the Newport Folk Festival, demonstrating that sometimes a successful transformation necessitates giving up what initially made you successful.

⏭️ India's Podcast Market Set to Reach $4.2 Billion by 2033, Growing at 25.5% CAGR The market for podcasts in India is expanding rapidly; it is expected to reach $4.2 billion by 2033 from $560 million in 2024 thanks to Gen Z listeners, a variety of language content, and rising smartphone usage.

⏭️ Meghan Markle Delays Netflix Show and Podcast Launch Due to LA Wildfires. Due to the Southern California wildfires, Meghan Markle has postponed her Netflix series "With Love, Meghan" and future podcast episodes until March 4. She and Prince Harry are volunteering to assist the impacted communities.

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